Abstract

This study presents a comparative analysis of visitors and local residents attending selected events at a month-long culinary festival. The primary purposes of this study were to compare the motivations, spending behaviours, and satisfaction levels of these two groups. Consideration was also given to the information sources used to learn about the Festival Findings are based on an on-line survey of festival attendees; in total 460 surveys were collected and used. Research findings highlighted differences between visitor and resident groups with respect to motivations for attending a culinary events, spending behaviours and information sources used. An examination of satisfaction rating revealed significant variance across individual events. These results offer valuable insights for culinary festival organizers and marketers, who may wish to consider the differing motivations and information sources used by these two groups when developing advertising campaigns and on-site food and shopping experiences.

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Appealing to Different Appetites? A Comparative Analysis of Visitors and Residents to a Culinary Festival

This study presents a comparative analysis of visitors and local residents attending selected events at a month-long culinary festival. The primary purposes of this study were to compare the motivations, spending behaviours, and satisfaction levels of these two groups. Consideration was also given to the information sources used to learn about the Festival Findings are based on an on-line survey of festival attendees; in total 460 surveys were collected and used. Research findings highlighted differences between visitor and resident groups with respect to motivations for attending a culinary events, spending behaviours and information sources used. An examination of satisfaction rating revealed significant variance across individual events. These results offer valuable insights for culinary festival organizers and marketers, who may wish to consider the differing motivations and information sources used by these two groups when developing advertising campaigns and on-site food and shopping experiences.